I am fascinated with how stories and companies are marketed, so I was interested to borrow Branding (Design Directories) by Helen Vaid from my local library.
Helen Vaid at the time of writing was Sales and Marketing Director at Tornado Productions Ltd., having been involved in branding for Vodafone, 3M, British Telecom, American Express and many other leading global organisations.
The first half of the book looked at how brands are created, and how the process of development works – for example the differences between branding a specific product and branding a service business. Vaid then goes onto look in more detail at the main styles of branding through broadcast media, billboards, newspapers and magazines, sales promotions and the internet.
The second half of the book looks at a number of case studies. Some of these are examined from a historical aspect – looking at how a particular brand has developed over time – for example, the development of the Shell, Apple, Coca Cola and others. Others she looks at how particular areas are branded, e.g. news, fast food, coffee shops, and more. These are helpful to see the changes, especially in the 1990s and early 2000s.
This is a helpful book, where the main disadvantage is that the book is quite dated, having been written in 2003 so misses out a decade’s worth of brand development, especially through the use of social media and viral adverts.